Case Study | Mobile App Retargeting

Company Overview

YouAppi Retargeting DSP: Murka Games Case Study

Murka Games, a leading developer in the social casino and casual gaming industry, partnered with YouAppi to enhance user engagement and maximize return on investment (ROI) through data-driven retargeting campaigns for their mobile games: Scatter Slots (Android), and Slots Era (iOS+Android).

Leveraging YouAppi’s cutting-edge segmentation strategies and machine learning algorithms, Murka successfully increased user retention, optimized ad performance, and achieved remarkable growth.

CAMPAIGNS


1. Scatter Slots – Android Campaign

Goal: Retarget high-value users to increase loyalty and lifetime value.

Challenges: Minimizing churn while improving user retention.

Solutions:

  • Integrated Murka’s user data with YouAppi’s DMP Segment Builder.
  • Applied predictive modeling for churn likelihood.
  • Used Appi Templates for high engagement.

Results:

  • +330% D7 ROI with dynamic audience lists
  • +95% D7 ROI using Appi Templates

2. Slots Era – Android Campaign

Goal: Scale re-engagement and maximize ROI.

Challenges: Efficiently targeting lapsed, high-LTV users.

Solutions:

  • Implemented real-time dynamic audiences for better segmentation.
  • Leveraged machine learning for optimized bidding and targeting.
  • Used interactive Appi Templates to enhance engagement.

Results:

  • +350% D7 ROI
  • 12% lower eCPO
  • +33% D7 ROI with Appi Templates

3. Slots Era – iOS Campaign (Post-IDFA)

Goal: Increase targeting precision on iOS without IDFA.

Challenges: Targeting users without access to device identifiers.

Solutions:

  • Used a multi-layered probabilistic data approach.
  • Applied ML-based segmentation and alternative data signals.

Results:

  • +300% increase in targetable audience size
  • +70% D7 ROI
  • 30% lower eCPO

KEY TAKEAWAYS


  • Real-time segmentation significantly improves user retention and engagement.
  • Appi Templates (interactive ad formats) consistently outperform static ads in driving higher ROI.
  • Dynamic audience segmentation is more effective than static methods for retargeting efficiency.
  • Interactive ad formats boost both user engagement and cost efficiency.
  • Multi-layered data strategies enable effective iOS targeting, even post-IDFA.
  • Machine learning-based segmentation ensures precise audience targeting on iOS and Android alike.

QUOTE


YouAppi’s Strategic Data Solution was a game-changer in providing actionable insights with full transparency.

YouAppi’s advanced retargeting capabilities and real-time data analytics helped us maximize conversions and optimize spend efficiency. Their in-house Appi Templates significantly enhanced our engagement rates.

The dedicated support team was proactive in offering solutions, making campaign execution seamless.

Mariia Kalinik

Senior Programmatic Manager - Murka Games

Make your app matter

Get started today and find out what you can accomplish with the power of YouAppi, a retargeting company.

 

Case Study | Mobile App Retargeting

Company Overview

 Company Overview Image

YouAppi Retargeting DSP: Murka Games Case Study

Murka Games, a leading developer in the social casino and casual gaming industry, partnered with YouAppi to enhance user engagement and maximize return on investment (ROI) through data-driven retargeting campaigns for their mobile games: Scatter Slots (Android), and Slots Era (iOS+Android).

Leveraging YouAppi’s cutting-edge segmentation strategies and machine learning algorithms, Murka successfully increased user retention, optimized ad performance, and achieved remarkable growth.

CAMPAIGNS


1. Scatter Slots – Android Campaign

Goal: Retarget high-value users to increase loyalty and lifetime value.

Challenges: Minimizing churn while improving user retention.

Solutions:

  • Integrated Murka’s user data with YouAppi’s DMP Segment Builder.
  • Applied predictive modeling for churn likelihood.
  • Used Appi Templates for high engagement.

Results:

  • +330% D7 ROI with dynamic audience lists
  • +95% D7 ROI using Appi Templates

2. Slots Era – Android Campaign

Goal: Scale re-engagement and maximize ROI.

Challenges: Efficiently targeting lapsed, high-LTV users.

Solutions:

  • Implemented real-time dynamic audiences for better segmentation.
  • Leveraged machine learning for optimized bidding and targeting.
  • Used interactive Appi Templates to enhance engagement.

Results:

  • +350% D7 ROI
  • 12% lower eCPO
  • +33% D7 ROI with Appi Templates

3. Slots Era – iOS Campaign (Post-IDFA)

Goal: Increase targeting precision on iOS without IDFA.

Challenges: Targeting users without access to device identifiers.

Solutions:

  • Used a multi-layered probabilistic data approach.
  • Applied ML-based segmentation and alternative data signals.

Results:

  • +300% increase in targetable audience size
  • +70% D7 ROI
  • 30% lower eCPO

 

4

 

KEY TAKEAWAYS


  • Real-time segmentation significantly improves user retention and engagement.
  • Appi Templates (interactive ad formats) consistently outperform static ads in driving higher ROI.
  • Dynamic audience segmentation is more effective than static methods for retargeting efficiency.
  • Interactive ad formats boost both user engagement and cost efficiency.
  • Multi-layered data strategies enable effective iOS targeting, even post-IDFA.
  • Machine learning-based segmentation ensures precise audience targeting on iOS and Android alike.

QUOTE


YouAppi’s Strategic Data Solution was a game-changer in providing actionable insights with full transparency.

YouAppi’s advanced retargeting capabilities and real-time data analytics helped us maximize conversions and optimize spend efficiency. Their in-house Appi Templates significantly enhanced our engagement rates.

The dedicated support team was proactive in offering solutions, making campaign execution seamless.

Mariia Kalinik

Senior Programmatic Manager - Murka Games